Research On The Brand Communication Strategy Of Country Garden In Modern Internet Era

With the development of mobile internet technology,all kinds of new media relying on mobile internet are integrating into people's daily life,and the human society has also entered a new era of information,namely,the mobile internet era.The mobile internet has not only changed people's life habits,but also made a change in the concept and methods of brand communication for enterprises.In the 1990s,the distribution system of public housing has been abolished in China,promoting the development of commodity housing market.With the development of social economy and the deepening of reform,the real estate industry has become a new growth point and a salient pillar of the national economy.Currently,considering that there are abundant real estate brands and the competition is fierce in China,the brand communication strategy is particularly important to make the real estate enterprises stand out in the competition.The era of mobile internet has brought opportunities and challenges to the brand communication of real estate enterprises.And at present,there is little research on the strategy of real estate brand communication in the background of mobile internet era.Based on the above circumstances,this paper,starting from real estate brands and related theories of brand communication,mainly analyzes the brand communication strategy of Country Garden with the method of literature analysis,case analysis,and of combining theory with practice.Through conclusion and summary,this paper puts forward the problems and shortcomings of the brand communication of Country Garden in the era of mobile internet,and proposes some relevant suggestions.Meanwhile,the conclusion is expected to provide references of brand communication for other real estate enterprises in the mobile internet era.